Generating business

The sale of Generator
Hostels has been a rather drawn out affair but that
shouldn't detract from what a great brand Generator is. Its
properties are all very different in style and design, but have a
common thread running through them, a certain attitude of
confidence and community.

Generator does a terrific job of appealing to millennial
customers, many of whom have a significant degree of loyalty to the
brand, but its hostels - not really a word that many of us of a
certain age would associate with the design-led Generator
properties - offer something for a wider clientele too. My wife and
daughter stayed at the Barcelona Generator and had a great time,
and this year, when my daughter and her boyfriend took a trip to
Copenhagen, as soon as she saw there was a Generator in the city,
her accommodation decision was made in seconds.

With brands in all accommodation sectors pondering the still
growing Airbnb challenge, Generator is a great example of how a
strong brand goes a very long way to addressing that issue.
Click here to see a recent video
interview of Jason Kow, CEO of Generator's new owners Queensgate
Investments, talking about the importnace of branding.